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Pictoimage draws near, according to ESRB

Following the trademark registration, we now have more strong evidence that Sega will release their drawing-based party game Pictoimage in the U.S. The title is now rated by the ESRB. Despite an apparent "alcohol reference," it was given an E rating.

Now we want to talk to someone at the ESRB about how you would even rate a game like that. What criteria do you consider when deciding how to rate the content of a game whose content is almost entirely user-generated?

We'll put it another way: what's the first thing your friends are likely to draw in response to any prompt while playing a game like this? Is it suitable for an E-rated game?